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News
Orchid goes 3D
The Orchid Group has begun installing Sky+HD across all 300 of its pubs and restaurants. The £3.6 million investment will see the group fulfil its “sport for all” plan by January 2011.
Over half the venues within Orchid’s portfolio, which includes Bar Room Bar, The Oriental Restaurant Group and The Living Room chains, will also offer 3D sports coverage.
Earlier this year, Orchid rolled out Sky 3D facilities across 88 of its pubs, responding to demand from consumers to combine dining out with watching sport. The group anticipates that this market is set to grow in the run up to the London 2012 Olympic Games.
Rufus Hall, chief executive of The Orchid Group, explained: “This investment marks the next big step in Orchid’s strategy to drive the importance of community and family values.
“We have trialled Sky+HD and Sky 3D sports in both our drink and food led businesses and the results show this is what our customers want.”
Hall cited the US bar scene as the model for what Orchid aims to achieve in the UK, observing: “History has shown that what does well across the pond goes down well with us Brits – the USA executes food and sport seamlessly across a range of trading formats without compromise.”
“We recognise there is currently a gap in the UK market to provide sporting entertainment, food and drink with friends and family all under one roof, and we aim to fill it.”
Gabriel Savage, 14.12.2010